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Making Old New Again


Few brands are as iconic as Heinz ketchup and Kraft blue box macaroni and cheese. Now that they’re under the same roof, will these two old favorites bring some new ideas and excitement to center store?

The multibillion-dollar deal creating the new Kraft Heinz Co. opens up new possibilities for revitalizing a lucrative yet lackluster region of general grocery that’s home to brands like Jell-O, Velveeta and Lea & Perrins.

Deep brand equity

Both companies have worked for years to create “deep and meaningful brand equity that will help further elevate the new Kraft Heinz enterprise into an enviable and stronger competitive position with greater critical mass,” as Allison Ames writes for That brings the prospect of exciting new possibilities for consumers and grocery retailers, such as co-branded products and a strong partner for licensed and retail relationships.

What might grocery shoppers see from Kraft Heinz? How about a one-stop shop in the condiment aisle, as ECRM’s Tanie Andraos suggests. Promotional and cross-merchandising opportunities abound as well.

No product is an island – grocers need to offer more total-store solutions. The wedding of Kraft and Heinz is another huge step forward toward that goal, and toward redefining center store as an indispensible destination for shoppers.

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